I created a forecast for the upcoming Spring/Summer 2017 catwalk trends and apply one micro trend and one macro trend to the high street brand, Ted Baker.
Ted Baker is a London High Street brand that has garnered a dedicated following. The brand recently expanded to Amsterdam, Azerbaijan, Hawaii, Mexico and Qatar. Ted Baker has recently positioned itself as a global lifestyle brand worthy of consumer attention. They are known for long-lasting design and quality rather than trendy must-have pieces. One micro trend predicted by WGSN is 3 dimensional floral embellishments. The trend focuses on embroidery, but can also incorporate beading and fabric appliqués. Ted Baker is known for its large graphic floral prints, so interpreting it in another way offers a fresher take. This trend would also be beneficial because the elegant look of the embroidery remains cohesive with their classic aesthetic while not breaking the brand’s DNA. The trend, though subtle, is also being used by high-end brands like Fendi, Chanel, and Valentino. Newer brands such as Christopher Kane and Vivetta have also taken to the trend. This is important although classic brands have clout, newer ones appear more accessible and fresh to younger clientele.
A macro trend that has emerged within the past year is revelation brands. Advances in digital technology allows people to find exactly what they are searching for, however, it can create tunnel vision and prevents people from learning new things. Now brands aim to encourage people to wander and explore. This is done through technology, in-store experiences and serendipity. Hermès is a good example of this trend with last year’s Wanderland event that toured multiple cities. They created a series of whimsical rooms that incorporated items from the company’s archive, all to excite the minds of the viewers while showing the product in a unique way. Other areas of the arts have taken to this as well. The Victoria & Albert Museum created The Cloakroom, during the London Design Festival. Visitors could check their jackets and receive treasure map jackets that pointed out “hidden gems” to encourage visitors to explore outside of the regular highlights. Another was The Renwick gallery’s exhibit 7 Wonders in Washington, DC. They commissioned seven artists to use nature as inspiration for larger than life installations. Oversized nests and nets hung from the ceiling and allowed people to change their perspective by moving through the art. Ted Baker recently launched its Mission Impeccable campaign. A part of the campaign is a three-minute video with a spy theme that allows viewers to tap the screen and shop items in the short film. The company hopes to continue this narrative and they can marry the sense of adventure with their product line. Messenger bags and other small leather goods are classic travel accessories and on trend for spring. Emphasizing this product category in their campaign could continue the adventure narrative. However, they need to use technology to encourage adventure, like Hermès. Following the revelation trend will enable Ted Baker to connect the sense for adventure with technology as well as the in-store experience.